Naturopathica
Vice President, Ecommerce & Creative, July, 2022 - January, 2025
Leveraging my expertise in both ecommerce and creative, I was appointed Vice President of both the Ecommerce and Creative departments to revitalize this luxury skincare company’s brand and drive profitability across all channels and divisions. This encompassed System Organization, DTC Ecommerce, Packaging & Supply Chain, and B2B Marketing & Creative. Key initiatives included refreshing brand photography, enhancing email and website design while also implementing new strategies, and elevating packaging design to strengthen brand identity and market presence.
Ecommerce
Transformed the website design and user experience, driving a 4% increase in online store conversion rate to 4.19%. Built and led a cross-functional team managing the full omnichannel customer journey, from retention marketing to CRM, creative direction, digital assets, and UX/technology. Partnered with the Executive Leadership team to optimize ecommerce profitability while ensuring a globally consistent brand identity in look, voice, and storytelling.
Positioned ecommerce as the #1 revenue-driving channel for the division by strengthening digital penetration. Established and managed key partnerships and vendors, implementing a subscription and auto-replenishment platform, leading to improved retention rates and higher AOV.
Email & SMS Marketing
Led the migration of SMS and email marketing from Wunderkind and Listrak to Klaviyo in Q4 2022, creating a seamless customer journey with advanced segmentation, enhanced campaign customization, and expanded third-party integrations. Optimized email marketing through A/B testing of campaign designs and audience segmentation, increasing email click rate while boosting deliverability and reducing spam complaints. Applied similar A/B testing strategies to SMS campaigns, driving a YoY increase in click rate and a growth in SMS conversion value.
Additionally, implemented targeted email marketing and automated flows for the spa division, increasing brand awareness and services, which resulted in a 43% rise in spa booking revenue.
Paid Media
Led team as well as created numerous ads for META and TikTok
Creative Direction
Spearheaded high-impact photoshoots and videoshoots, overseeing every creative element from concept to execution. Developed compelling moodboards, crafted strategic shot lists, sourced props, directed styling, and provided on-set art direction to ensure visually striking and brand-aligned imagery.
Marketing Materials
Created branded brochures for the Spa and Professional divisions, crafting a cohesive and engaging brand narrative. Designed influencer send-out cards and ritual cards to highlight both new and existing products, emphasizing their benefits and guiding users on seamlessly incorporating them into their skincare routine.
Presentation Decks
Created numerous presentation decks over the years. These included PowerPoint, Google Slides, and InDesign (exported to PDF)
